The television and press campaign, comprising four TV executions and five press ads, hangs on the idea that Electrolux machines are developed in response to a deep understanding of people's everyday needs.
With a voice sounding rather like the computer Hal from Stanley Kubrick's 1968 classic '2001: A Space Odyssey', the ads show machines in people's homes thinking out loud about how their advanced features and design make even the most difficult of everyday chores as easy as possible.
In one execution, a young man is shown preparing dinner for a hot date. As he does, his Electrolux Quick Chill fridge talks about how life appears to be a constant battle not to forget things, such as chilling the bottle of champagne.
There's no panic as the fridge tells us it was designed to help at moments of such crises with its special quick-chill button that can chill drinks fast -- even bottles of champagne.
Another spot features an Electrolux Timeline washing machine thinking about how we all spend our lives waiting, "at traffic lights, for our next pay cheque". It then says: "I'm the Timeline washing machine from Electrolux and I will tell you exactly when I will be done so you know when to come back", demonstrating its new front panel, which clearly indicates the time that the wash cycle will be complete.
Damon Collins, creative director of Lowe, said: "It's always satisfying to produce work that breaks from the category norm, and I think you can safely say that a fridge discussing the finer points of how to prepare for a dinner date does this quite successfully."
The press work continues the idea of talking machines, with executions including a self-cleaning oven and a single-button dishwasher, designed for people who are confused by an unnecessary choice of controls.
Manon Janssen, Electrolux vice-president of brands and marketing white goods Europe, said: "We wanted our campaign to highlight actual consumer needs and Electrolux's solution to these needs. I do think the execution lives up to this in a surprising and emotional way."
Lowe won the account in December last year following a three-way pitch. Created by Lowe London, the ads were written by Liam Butler and art directed by Matt Allen. They were directed by Kaye through Harry Nash.
The international campaign breaks outside the UK in September in 11 countries including Denmark, Sweden, Finland, Norway, the Baltics and across Central Europe.
The Electrolux Group is the world's largest producer of powered appliances for kitchen, cleaning and outdoor use, such as refrigerators, washing machines, cookers, vacuum cleaners, chain saws, lawn mowers and garden tractors.
It owns brands including Electrolux, AEG, Zanussi, Frigidaire, Eureka and Flymo.
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